Long-Tail Keywords: How and Why They Build Your Brand

As a content creator or digital marketer, SEO is important to building your brand and being present in search results. When it comes to putting out your content, in order for your SEO to be effective, you need the right keywords to come into play. Keywords can make or break your content, in the case of being found, depending on if you did enough research. There various types of keywords but I’m going to be talking about Long-Tail Keywords: How and Why They Build Your Brand.

The longest search terms are long-tail keywords that are very focused on a particular subject or audience. Typically, these terms have low search traffic and are keywords with low competition, which makes them easier to rank for. They usually have higher conversion rates than head and mid-tail keywords because they are more descriptive.

Long-tail keywords are longer and more descriptive keyword phrases that are more likely to be used by visitors when they are closer to a purchase point or when they use voice search. They seem a little counter-intuitive at first but if you know how to use them, they can be very useful.

Less Competition

Long-tail keywords are unique to your organization and your niche, and the search volume is low as a result.

The upside of this is that it doesn’t take as much time for your targeted long-tail keywords to rank well.

If your targeted words are precise enough some basic on-page SEO and link building can bring your landing pages into a position of prominence.


Long-tail keywords can help build your brand in a very cost-effective way. For companies who want their content to rank in organic Google searches, long-tail keywords are useful, but for advertisers running paid search marketing campaigns, they are potentially even more valuable.

You can get higher ad rankings on related searches without having to pay a premium for every click by targeting longer, more targeted long-tail keywords in your AdWords campaigns.

Finding a credible, renewable source of long-tail keywords that’s right for you and your niche is the trick. Surprisingly, this rich group is ignored by most keyword recommendation tools, concentrating only on short-tail keywords.

Can Find Qualified Searchers

Competition for rankings can be fierce with shorter keywords and visits can be scattershot and ROI can be poor. You might bring in less traffic with smart implementation of long-tail keywords, but the return on your investment will be higher. You can draw the audience you’re aiming for and they’ll be much closer to the point of purchase than that of your competition.

Long-Tail Keywords Add Context to Your Content

When you have context with your content, your brand becomes more trustworthy and credible to people searching. It’s also important because google’s 2017 hummingbird update pushes for more contextual searches

To fit precise phrasing more frequently and to deepen their comprehension of meaning, Hummingbird adapted search algorithms.

Google essentially focuses on long-tail keywords and strengthens its search performance.

Long-Tail Keywords Have High Conversion Rates

Long-tail keyword searches aren’t just longer, they’re more specific.

To say the least, people that search using long-tail keywords tend to be much further along in the buying cycle compared to people searching for head terms.

For example, take a keyword like: “running shoes”.

Someone searching for running shoes is probably trying to learn which brands sell them or have the best one. This could possibly mean they may not be ready to buy anything. Someone searching for a longer version of that term (like “Best running shoes in the snow”) is more likely closer to making a purchase.

Bottom Line? The traffic that you get from long-tail keywords tends to convert really well.

How to Find Long-Tail Keywords

Google has the ability to help you find those keywords. When you scroll along on Google’s search result page you’ll find “searches related to”.

It’s loaded with long-tail keywords and can help you continue to find more targeted keywords.

Answer the Public is also a great keyword research tool that can generate question-focused keywords.

Do Research

There’s no substitution for researching keywords that can boost your brand and deciding which keywords have ample traffic to make them worth using. Deciding which keywords you would be able to rank on the basis of the sites you will have to compete against is important. This effort must be coupled with doing your competitive intelligence study.


At the end of it all, long-tail keywords can build and have a major impact on your brand and how people see it. It has the ability to boost your ranking on search sights especially since google’s algorithm changed in 2017. Long-tail keywords are cost-efficient when it comes to paid searches since it has less competition.

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